German ad for a photo shop in Stockholm, Sweden, 1914. The depicted camera is by Ernemann A.-G., Dresden — a forerunner of Zeiss Ikon.

The condensed typeface with reversed contrast is Berthold’s Herold (1901–7). Note the use of two different forms for ‘g’ in “Fotografiska Magasin”.

The bold wide Roman with blunt serifs looks a lot like Windsor (Stephenson Blake, 1903) — especially with the splayed arch of ‘n’ — but it actually is Breite Kolonial (c. 1906). Kolonial is Wilhelm Woellmer’s version of Post Oldstyle Roman No. 2 (ATF, 1901). Woellmer released the regular weight in 1904 and added five more styles until c. 1911 [Hans Reichardt]. The shaded style, Schraffierte Kolonial (1906), is based on Curtis Post, which “was produced by ATF in 1902 for the Saturday Evening Post magazine of Curtis Publishing Company, but soon released to printers in general” [Mac McGrew via Luc Devroye]. Post Oldstyle Roman No. 2/Kolonial was also available from several other typefoundries, including the Lettergieterij Amsterdam (as Columbia) and the H.C. Hansen Foundry of Boston (as Buffalo) [Jaspert]. Digital interpretations include Saturday Morning Toast by Nick Curtis and the hatched 1906 Fantasio by GLC.

See more such ads in Altpapiersammler’s Flickr stream.